非遗活化实践：侗歌IP如何重塑乡村电商生态——以黎平县肇兴侗寨为例
The Practice of Intangible Cultural Heritage Revitalization: How the IP of Dong Songs Reshapes the Rural E-Commerce Ecosystem —A Case Study of Zhaoxing Dong Village, Liping County

近年来，“互联网+”的浪潮席卷各行各业，文旅融合的趋势也愈发显著。在此大环境下，少数民族地区探寻出一条崭新的发展路径，即借助文化IP赋能乡村振兴。众多少数民族地区拥有独特且珍贵的文化资源，如何将其转化为推动发展的强大动力，成为了关键课题。贵州省黎平县肇兴侗寨便是一个极具代表性的成功范例。其中，侗族大歌作为国家级非物质文化遗产，承载着侗族人民深厚的历史与情感。它通过与旅游、电商这两大现代产业深度融合，实现了多重突破。一方面，让侗族大歌这一珍贵文化在新时代得以更好地传承与保护，使其不至于在岁月长河中被遗忘；另一方面，有力地推动了当地经济的快速发展，为肇兴侗寨的乡村振兴注入了源源不断的活力。鉴于此，本文将从“侗歌 + 旅游电商”模式的背景、实施路径、成效及未来展望这四个方面，展开深入且详细的探讨，剖析这一模式的发展历程与前景。
In recent years, the wave of “Internet+” has swept across all industries, and the trend of cultural and tourism integration has become increasingly prominent. Against this backdrop, ethnic minority regions have explored a new development path, that is, leveraging cultural IPs to empower rural revitalization. Many ethnic minority regions possess unique and precious cultural resources. How to transform these resources into a powerful driving force for development has become a key issue. The Dong Village of Zhaoxing in Liping County, Guizhou Province, is a highly representative successful example. Among them, the Dong Grand Song, as a national intangible cultural heritage, carries the profound history and emotions of the Dong people. Through deep integration with modern industries such as tourism and e-commerce, it has achieved multiple breakthroughs. On the one hand, it has enabled the Dong Grand Song, this precious culture, to be better inherited and protected in the new era, preventing it from being forgotten in the long river of time. On the other hand, it has effectively promoted the rapid development of the local economy, continuously injecting vitality into the rural revitalization of Zhaoxing Dong Village. In view of this, this article will conduct an in-depth and detailed discussion from four aspects: the background, implementation path, achievements, and future prospects of the “Dong Song + tourism e-commerce” model, analyzing its development process and prospects.